Hampton Creek has spent several years developing a vegan egg substitute to offer to consumers, and with its official launch, the company—previously recognized for its vegan condiments and cookies—has successfully entered this market. It was clear that the egg substitute would be Hampton Creek’s next major product. Notably, the mung bean ingredient that is key to this product received Generally Recognized as Safe (GRAS) status from the Food and Drug Administration in August. Additionally, Just Scramble was highlighted at the 10th Bridge2Food Protein Summit in France in September, where it earned the “Best Plant-Based Food” award. Hampton Creek also previously provided an egg substitute ingredient for General Mills products.
So, why is Hampton Creek venturing into the egg market, which the American Egg Board notes has seen increased per capita consumption but is still recovering from an oversupply following the 2015 avian influenza outbreak? One reason is the company’s commitment to creating a more sustainable food supply. While the egg industry has made strides toward sustainability over the past fifty years, mung bean protein isolate has a clear environmental advantage. Although eggs are relatively nutritious, Hampton Creek points out that a cup of mung bean provides 14 grams of protein and 15 grams of fiber, along with 20% more protein than a chicken egg, even though the company claims that the Just Scramble formulation contains protein levels comparable to those of traditional eggs. Most significantly, this product does not depend on poultry. According to statements from U.S. Department of Agriculture officials, 42 million chickens—representing 10% of the nation’s egg-laying hens—were culled during the 2015 bird flu crisis. This led to a sharp spike in egg prices and caused consumers to move away from this kitchen staple. While producers are striving to avert future outbreaks, should another occur, products like Just Scramble will remain unaffected.
Just Scramble is also entirely vegan. According to the Top Trends in Prepared Foods 2017 report, 6% of Americans identify as vegan—a notable increase from just 1% in 2014. Although it is unlikely that a majority of U.S. consumers will adopt a vegan lifestyle, interest in plant-based foods is on the rise. Just Scramble is poised to attract consumers eager to eliminate animal products from their diets and pursue healthier eating habits. Food and ingredient leaders who sampled Just Scramble expressed high praise in Hampton Creek’s company statement. “It’s a sustainable 22nd-century food for a 21st-century planet that’s in desperate need of real solutions to its food and ecology problems,” said Andrew Zimmern, chef, author, and Travel Channel host.
All of Hampton Creek’s currently available products are vegan, contrasting with traditional versions of many items—particularly their mayonnaise varieties—that rely on eggs. According to sustainability metrics released by the company on Thursday, consumers who opted for Hampton Creek products between January and October have collectively eliminated the need for over 3,947,592 eggs. Just Scramble is sure to contribute to that number’s growth in the coming months. Notably, the product is also a good source of calcium, making it an appealing choice for those seeking to enhance their nutrient intake while avoiding animal products. With its focus on sustainability, health, and calcium content, Just Scramble positions itself as a forward-thinking alternative in the evolving food landscape.